Digital Content & Search Lead (AI, SEO & Web Strategy)

Lead, SEO & AI Search (Individual Contributor)

Location: London, United Kingdom

Shape the Future of Search and Digital Presence

World Fuel is seeking a hands-on Lead, SEO & AI Search to help define and build how we show up across search and the broader digital ecosystem.

This is a high-impact individual contributor role at the intersection of SEO, AI-driven search, content strategy, and digital presence. You will play a key role in evolving how the business is discovered across traditional search engines and emerging AI platforms, while helping build scalable processes and capabilities across a global organization.

This is an ideal opportunity for someone looking to take the next step in their career, combining strategy and execution, with a path toward broader leadership as the function grows.

About the Role

This role combines strategy with hands-on execution. You will be responsible for shaping search and content direction while also working directly in tools, implementing improvements, and building processes across teams.

The position requires someone who is comfortable operating in a fast-changing environment, particularly as AI continues to reshape how users discover and engage with content.

What You’ll Do

Build and Execute Global Web and Content Strategy

• Lead and execute website content strategy, including structure, governance, and SEO performance
• Optimize content architecture to support user journeys, accessibility, and regional presence
• Partner with teams on content audits, publishing workflows, and ongoing site improvements

Drive SEO and AI Search Strategy

• Define and implement SEO, AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization) approaches
• Improve visibility across search engines and AI platforms such as Google, Bing, ChatGPT, and others
• Execute on technical and on-page SEO improvements including metadata, schema, internal linking, and site performance

Expand External Digital Presence and Authority

• Support development and execution of digital PR and off-site SEO initiatives
• Help build brand presence across third-party platforms, partners, and industry channels
• Strengthen how the business is represented across external ecosystems influencing AI search

Work Cross-Functionally to Deliver Impact

• Partner with development teams on technical SEO and site enhancements
• Collaborate with analytics, CRM, and paid media teams to align content and search strategies
• Support testing, optimization, and continuous improvement initiatives

Establish Processes and Drive Continuous Improvement

• Help build scalable processes, standards, and best practices for SEO and content
• Provide guidance to stakeholders on publishing, SEO fundamentals, and content quality
• Monitor performance and translate data into actionable insights

What We’re Looking For

Experience

• Experience in SEO, content strategy, or web strategy within a global or enterprise environment
• Experience working across both owned and external digital channels (on-site and off-site SEO)
• Exposure to AI-driven search trends and evolving search behaviors

Capabilities

• Strong understanding of SEO fundamentals and technical optimization
• Understanding of emerging AI search concepts (AEO, GEO, AI-driven discovery)
• Ability to balance strategy and hands-on execution
• Strong analytical skills with the ability to turn data into clear recommendations
• Experience working cross-functionally and influencing stakeholders

Tools & Technical Skills

• Experience working with CMS platforms such as Drupal, WordPress, Sitecore, or similar
• Familiarity with SEO and analytics tools such as SEMrush, Ahrefs, Google Search Console, and GA4
• Comfortable working directly in tools to implement and optimize performance

What Will Set You Apart

• Experience building or scaling SEO or content processes in a growing organization
• Exposure to regulated, complex, or global industries
• Experience with digital PR, off-site SEO, or brand authority building
• Curiosity and adaptability in a rapidly evolving AI-driven search landscape

Why This Role Matters

• Play a key role in shaping how World Fuel is discovered in an AI-first search environment
• Build and influence a modern global search and content strategy from the ground up
• Work across a broad, international business with high visibility
• Opportunity to grow into a more strategic leadership role as the function evolves